The Effects of Service Scape and Service Climate on Hospitality Service Employees

This research paper examines the effects of service scape and service climate on hospitality service employees. It explores the concept of servicescape and service climate in the hospitality industry and their role in supporting employees to deliver quality services to customers. The study focuses on Marriott hotel as a case study and aims to analyze the influence of servicescape and service climate on employee behavior. The findings of the study will help in identifying strategies to enhance the service climate within Marriott hotel.

The effects of service scape and
service climate on hospitality
(hotel) service employees

TABLE OF CONTENTS
CHAPTER 1 : INTRODUCTION .................................................................................................1
Background of the problem.........................................................................................................1
Aims and objectives ...................................................................................................................2
Overview of organisation............................................................................................................2
Research questions ....................................................................................................................2
Significance of the study ............................................................................................................3
Limitation of the study................................................................................................................3
CHAPTER 2 : Literature review.....................................................................................................4
Introduction.................................................................................................................................4
Literature review.........................................................................................................................4
CHAPTER 3 :METHODOLOGY.................................................................................................10
Methodology ............................................................................................................................10
CHAPTER 4: RESEARCH FINDINGS........................................................................................16
........................................................................................................................................................22
........................................................................................................................................................24
........................................................................................................................................................27
CHAPTER 5 : DISCUSSION ......................................................................................................42
CHAPTER 6 : CONCLUSION.....................................................................................................43
CHAPTER 7 : RECOMMENDATIONS ......................................................................................43
REFERENCES..............................................................................................................................45

CHAPTER 1 : INTRODUCTION
Background of the problem
Servicescape can be defined as the environment in which services are being delivered to
customers. It is a type of surrounding in which the interaction between clients and service
provider take place. Development of good as well as comfortable working environment is very
much essential in order to provide workers an ease in performing their roles as well as
responsibilities in an effective manner (Yang, 2015). The environment prevailing at workplace
has significant effect on employees' behaviour as well as working efficiency. This can be
referred to as surroundings within an enterprise where the service is assembled and interaction
between sellers as well as clients take place. The environment prevailing in an organisation can
have significant influence on the satisfaction gained by an individual from their job.
Development of good working environment is also very much crucial as this factors can have
great effect on workers performance as well as quality of services being delivered to customers.
It is good environment or surroundings at workplace which will inspire employees to give their
best performance and make their valuable contribution in accomplishment of business objectives.
An effective environment at workplace will enable employees to fulfil their requirements and
get the high level of satisfaction from their job. Positive working environment at workplace
leads to the high level of commitment and increase in employees loyalty towards firms. It is
very much important for management in an enterprise to maintain quality and good environment
at workplace, as this is the tactics which will assist them in eliminating ethical as well as legal
issues.
In context of hospitality industry, the servicescape is the factors which has great influence
on the way interaction between hotel staff as well as guest take place (R. Morgan and et.al.,
2014). As perception of the employees towards the hotel industry has changed, many of the firms
in specific industry is facing issue in recruitment of new skilled as well as talented candidate.
Such issue has been faced by many of the organisation in hospitality sector, as there is high
workload and people have to work on weekends because of which they face issue in maintaining
their work life balance. . It is considered to be main reason candidates does not prefer to work in
hotel sector. Considering the issue related to hiring or recruitment, Servicescape in hospitality
industry has become very much important , it has become one of the factors that can assist
hotels in attracting the knowledgeable, experience and skilled workers. In relation to the
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hospitality sector, service escape is now considered to be as important management tool. It is
the servicescape in the hospitality industry which has great influence on employee engagement
in different business activities. In context of service industry such as hospitality, the crucial role
played by human resource management that is developing environment conductive as well as
creative environment lead to the to production excellence as well as results into great
improvement in the performance of employees at workplace. Maintaining the good working
culture as well as well as environment within an enterprise is very much essential in order to
drive firm towards success and in context of gaining the competitive advantage.
Service climate refers to staff behaviour and relationship with high authority, it
influences on workers' performance and productivity as well as business success and growth.
Productivity of business and increase of profit margin is highly depended on pleasant service
climate within hospitality industry.
Aims and objectives
Aim : to analyse the effect of and climate on service employees in hospitality sector: A
case study of Marriott hotel.
Objectives :
 To develop the understanding about the concept of servicescape and service climate.
 To identify the role of service climate in supporting employees to deliver quality service
to customers.
 To determine the influence of servicescape on employees behaviour in Marriott hotel.
 To suggest the way the service climate in Marriott hotel can be enhanced.
Overview of organisation
Marriott is an American Multinational hotel which offers both food and accommodation
services to customers. Business entity also provides lodging facilities to clients. An organisation
is among the third largest hotel chain in the world. Marriott hotel has approx. thirty brands and
company is operating business in approx. one hundred and thirty one countries globally. There
are approx. 176000 employees working at different location for an organisation
Research questions
 What is the concept of service escape in hospitality industry?
 What is the role of service climate in hospitality industry?
 What is the influence of service escape on employee behaviour in Marriott hotel ?
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 What are the strategies that can be applied for enhancing customer service environment
in Marriott Hotel?
Significance of the study
The present investigation on topic impact of servicescape as well as climate on service
employees in hospitality sector has great importance , as it will help researcher in developing the
understanding about the concept of servicescape. In addition to this, finding of the study will
assist researcher in analysing the relationship between servicescape and employees behaviour. It
will enable user of the research report to develop the understeering about the significant role
played by servicescape as well as environment in supporting employees to improve their
performance at workplace. Present study has great significance, as it will help management of
Marriott hotel in identifying the beat strategies which can be applied for bringing improvement
in the service climate within hotel.
Limitation of the study
In context of present research on topic impact of servicescape as well as climate on
service employees, there are two limitations these are time and resources. Due to limited time
period as well as resources researcher has failed to conduct the in depth investigation.
Researcher because of limited time and resources will conduct only few activities during the time
of investigation these are data collection , analysis and interpretation.
In addition to this, the present study is only limited to the effect of servicescape as well
as climate on service employees' behaviour. But in the future, the investigation can be conducted
on influence of service climate and servicescape on way interaction between customers and
service employees take place.
Other limitation of the study is that the significance of service climate is acknowledged
but only in context of employee behaviour. Further investigation can be performed for analysing
the effect of service climate and service scape on customer behaviour. In addition to this, in
depth investigation can be performed for determining the relationship between service climate
and service orientation.
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CHAPTER 2 : LITERATURE REVIEW
Introduction
It is the section which mainly consists of the views of different authors as well as
scholars about the topic. In relation to p[resent study, the main aim of the literature review
section is to highlight the perceptions or opinion of various authors as well as other researcher
about the effect of service escape as well as climate on the service employees in hospitality
sector. All information used in the literature review section has been gathered by accessing to
online article, newspaper, website on internet etc.
Literature review
Concept of servicescape and service climate in hospitality industry.
According to the opinion of Kaminakis, Koritos and Gounaris, 2019, servicescape can be
defined as the physical environment such as artefacts, design, décor etc. which has significant
influence on employees behaviour as well as performance within in hospitality sector. However,
it has been argued by other authors those who perceives that it is the atmosphere prevailing
within an organisation which enables employees to deliver good service experience to guest. As
per the view of Dedeoglu, Buonincontri and Okumus, 2018., servicescape can be defined as the
various arrangement made by both management and hotel staff for delivering the services to
customers. The other authors argues that it is basically a design of physical environment in
hotel as well as other crucial elements of it which facilitates and helps in bringing improvement
in the quality of services which is being delivered by hotel to customers. As per the opinion of
Avan, Zorlu and Özmen, 2019., servicescape is the factors which has significant influence on
physical environment where the service delivery procedure takes place.
As per the view of Kang, Busser and Choi, 2018, service climate is basically a situation
where employees in an organisation interact with clients. However , it has been argued by other
author that internal as well as external situation which highly influenced the delivery of service.
According to Guchait, Paşamehmetoğlu and Lanza-Abbott, 2015., servicescape can be
define as physical environment where services is delivered, performed and consumed, it is also
considered as the place where company and consumer interact with each other. Service scape is
considered to have impact on clients response, evaluation, particularly perceptions and
assessment. Facility exterior and interior are the two different types of service-scape elements,
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exterior design, parking, surrounding environment, service climate, landscape and signage is the
exterior elements. On the other side, layout, music, equipment and layout is the interior
components. Unpleasant service climate and servicescape impact hotel workers services. Warm
colour tones of lobby and black leather in combination with pleasant attitude of hotel workers,
creates the very welcoming servicescape for arriving customers. Servicescape refers to man
made physical surrounding and built environment as opposes to social or natural environment. It
is very essential in hotel because it either suppress or enhance these emotions, it usually play
important role. Providing high quality servicescape is the significant factor that help to gain
competitive benefits, but one the other side poor quality servicescape make negative impact on
company profitability and productivity.
As discussed by Lo, Wu and Tsai, 2015 service climate refer to workers perceptions of
practices, behaviour and procedures that get rewarded, expected and support with regard of
consumer service and its service quality. It is shared and collective phenomenon, this types of
climate is built in light of organizational practices centring on workers performance and
consumer services. Positive service climate enhance employees performance and productivity in
which they can be able to serve its best quality services to people effectively and efficiently. As
per view of Horng and et.al., 2016 unpleasant service climate impact on staff practices and
service that they serve to its customers, it also effect hotel financial performance and profit
margin the most. Service climate within hospitality industry directly affect on staff performance,
delivery of services and products and quality of goods which is not appropriate and suitable for
business growth and success for longer time period. Good relationship between management and
workers create pleasant service climate which help to motivate employees in hotel to perform
well and deliver quality services to guests. It has been argued by Kao and et.al., 2014 lack of
coordination, poor communication, unattractive infrastructure within hotel and negative
environment around workplace make negative service climate that lower down the moral of
workers in order to provide services.
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Role of service escape and climate in relation to supporting workers in delivering quality
services to customers.
As per the perception of Park, Bufquin and Shapova, 2019, in context of hospitality
industry, servicescape is a touchable component which plays very crucial role in hospitality
sector. The author has also sated that director of organisation should concentrate on design of
service escape as this factor has great influence on the way the behaviour of both employees as
well as customers. However, as per the investigation performed by researcher Dedeoglu,
Buonincontri and Okumus, 2018., findings of which reveals that service escape plays very much
crucial role in driving an organisation towards success. According to the opinion of Horng and
et.al., 2016. , good service environment as well as best service escape design support service
workers in giving their best performance at workplace. Best service escape design and good
environment at workplace which assist service workers in delivering quality services as well as
good experience to guests.
As discussed by Park and et.al., 2019 servicescape within hospitality industry play
significant role as it help to increase worker working interest and support them for providing
better quality services to consumers which help to increase profit margin more than before. It
includes interior elements, like air quality, equipment, layout and music. In hospitality industry,
if management provide all the equipments to their workers which is required for particular
activities like preparing and serving food, staff help to deliver good quality services which
increase productivity and profitability of business. The layout of dining hall must be quite
different and unique which grab the attention of consumers. As per view of Lee and Lee, 2015.
3D layout of kitchen area reduce amount of distance staff travel by placing products and food
storage. Music is one of the essential interior elements within servicescape that help to support
staff in providing service better than previous. Music systems around work area enhance workers
performance and promote healthier living. Listening music during food preparation change the
behaviour of staff, they feel relax and enjoy the activity a lot. With the help of placing music
system around workplace, management will be able to reduce anxiety and stress among their
staff. It is one of the best way to support workers demotivate from challenges that they face
outside the office.
As per view of Bujisic, Hutchinson and Parsa, 2014.service climate also play crucial role
in context of helping staff for delivering and providing great quality services to guests.
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Relationship between workers and management sets overall service climate within hospitality
industry. Poor relationship hinders business success and performance abilities of staff by
dragging morale down and limiting workers productivity, while the good relationship creates a
functional and positive work environment and service climate. So it define clearly that service
climate play important role and help to motivate people at workplace efficiently. Positive service
climate in hotel provide full job satisfaction to employees which enhance their working interest
and increase abilities for delivering quality products and services to large number of peoples.
Great energy and workers productivity can be created by an comfortable physical environment,
attractive and positive service climate. This energy finally, enhances performance, productivity
and success of business as well as workers.
According to Petzer and Mackay, 2014 in service climate attitude of senior staff influence
behaviour of other staff members on positive and negative side. If senior staff make good
communication and coordination with other workers in firm they can be able to make all of them
comfortable and help to adjust in new working environment. As per view of Mishra and Gupta,
2018 if senior staff do not communicate with other workers it directly affect on its performance
and productivity and they can switch job from other company as well.
Influence of service escape upon employee behaviour in Marriott hotel
As per the thinking of Dedeoglu, Buonincontri and Okumus, 2018., service escape failure
can result into decline in perpetual experience of service public presentation and might lead to
the high level of dissatisfaction among the service workers in hospitality industry. However, it
has been argued by other authors that the service escape has great influence on employees in
hospitality industry only at the time of supplying services to guest. According to the opinion of
Guchait, Paşamehmetoğlu and Lanza-Abbott, 2015, unpleasant servicescape design as well as
negative service environment within hotel will lead to the high level of dissatisfaction in guest.
In simple words, author mean to state that the inappropriate service escape as well as bad service
environment might result into service failure which might give rise to other problems such as
reinstallation of service, service merchandise that could further have adverse effect on
employees attitude. According to the perception of Avan, Zorlu and Özmen, 2019., unique
design of service escape as well as service environment is playing important role in assisting an
organisation in gaining competitive advantage. However, it has been argued by other authors that
service escape plays very crucial role in designing of services in hotel. As per the thinking of
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Kang, Busser and Choi, 2018., service escape as well as environment within hotel plays very
much important role in positively influencing people to bring improvement in their performance
at workplace. According to the opinion of Park, Bufquin and Shapoval, 2019, a good design of
service escape as well as good service environment plays crucial role in changing the perception
of candidates towards hotel industry. The author has stated that it is good physical environment
at workplace which will help companies in attracting more number of skilled as well as
competent candidates.
According to Nilsson and Ballantyne, 2014 servicescape influence on workers behaviour
in hospitality industry and it also effect business performance and growth. It only effective when
staff deliver quality services and change overall behaviour of individual. It is connected to
customers and employees as they are critical in role of servicescape, related to service quality of
hospitality industry. It is very important for industry to make pleasant servicescape design and
create positive service climate which help to enhance performance of individuals and increase
profit margin. Servicescape is defined as environment in which service is assembled and workers
and consumers interact, composed with tangible commodities that facilities communication or
performance of services. According to the view of Bujisic, Hutchinson and Parsa, 2014
servicescape is able to effect employees behaviour and its level of satisfaction regarding business
service. With the help of creating pleasant environment around workplace, management can be
able enhance workers behaviour and retain the most talented people with them for longer time.
Within hospitality industry guest wants to get fast food services, at this situation if management
keeping pleasant servicesacpe at workplace they can enhance workers performance and help to
make positive behaviour which support staff to provide its customers fast food services
efficiently.
Lee and Lee, 2015 statued that lack of servicescape make negative impact on staff
behaviour and decrease their interest of working within hospitality industry. It is used as an
significant measurement tool to understand staff behaviour, if management cannot make
effective communication with its workers and do not provide all the facilities in context of health
and safety it directly effect on staff behaviour and performance as well as business growth. As
per view of Horng and et.al., 2016. well designed layout and setting for parking causes service
experience to be pleasant from both employees point of view as well as from customers point of
view. Whereas the inefficient design and layout may provoke frustration and impact on
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behaviour of people negatively. Design of hotel's physical surrounding is capable to clarify
behaviour and roles of workers, design of facilities in hospitality industry is able to present in
which parts of servicescape workers is only permitted. According to Hatipoglu and Inelmen,
2018 lack of positive environment around workplace make negative impact on staff behaviour
and performance abilities. Poor working conditions affect employees behaviour and ways that
they performed in industry.
Strategies that can be applied for enhancing service climate in Marriott Hotel
According to the view of Prentice, Ma and Wong, 2019 , training to employees is
considered to be as one of the best strategy which can be applied by management in an
organisation for enhancing customers service environment in hotel. The author has also stated
that by providing the training to employees an enterprise will able to increase its service
standards which is very much essential in order to sustain in highly competitive environment.
However, it has been argued by other author that management in hotel is require to give much
emphasizes on cleanliness of the facility which is considered to be as one of important part of
service escape. According to the opinion of Jani and Han, 2015, it is required by business
entity to design as well as develop new components as this factor will have positive effect on
employees behaviour as well as performance at workplace. However, it has been argued by the
other author that for designing as well as maintaining unique service escape, an organisation will
require to hire expert which can be quite cost as well as time consuming.
As per view of McIntosh and Harris, 2018 in order to enhance service climate in
company, management must applied different types of strategies which is quite beneficial for
business growth and success. Effective communication is one of the best strategy that help to
enhance service climate as well as enhance workers performance which is suitable and beneficial
for business progress. With the help of pleasant communication and interaction between
management and workers, workers experience increases in morale and productivity. It help to
foster service climate better than before and make employees able to share their feeling and
thoughts with high authority. By creating positive working environment, management within
hospitality industry can enhance service climate that support to satisfied all its workers
effectively. As according to Baum, 2019 by providing all the equipments which is essential for
staff while cooking food and serving to customer management can be able to creative positive
service climate. It defines as one of the best strategy that help to create better service climate and
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also support to enhance productivity and profitability. Zhu, Freeman and Cavusgil, 2018 statued
by barbecue grills, smokers, tilting skilled braising pan, waffle irons & crepe machines and
toaster are the equipments which is needed by worker within hospitality industry for cooking
food. Commercial refrigerators is considered as one of the most essential equipment that is
required for storing food in hotel for long time, it helps to prevent food from contamination and
sustain for longer time period. In order to keep food fresh for as long as possible, it is very
essential that cooking staff use quality commercial refrigeration equipment.
According to Habib, Khokhar and Attiq, 2018 commercial grill is the best equipments
workers need in hospitality industry for grilling food, vegetables, burgers and other things based
on customers demands. It accommodates just about any food item and allowing staff to prepare
different separate serving in one space at same time effectively. As per view of Ren and et.al.,
2016 receptionists within hospitality industry stand for whole 8 hours which make them ill and it
impacts on service climate negatively. In order to help physical strains receptionists have as it is
standing job, management applied the best strategy that provide appropriate support. Provide
computerized system for receptionists within company is one of the best strategy that help to
reduce standing activity and managed their work effectively.
CHAPTER 3 :METHODOLOGY
Methodology
Research methodology includes particular techniques or methods that is adopted and use
in research procedure to assemble, collect and evaluate data. It defines essential tools that is used
to gather suitable and relevant information in the specific research study. Interviews, surveys and
questionnaires is the common tools of investigation. In other words methodology properly refer
to theoretical analysis of methods appropriates to the field of report or to structure of principles
and methods particular to brand of knowledge. It helps to identify research activities in true
sense, RM further defines and specifies actual concepts, declares what kind of methods will be
needed for further inquiry, moreover how procedure is measured. On the other side, it also
provides the appropriate platform to demonstrate how researcher can communicate research
activity in the true sense.
Research types-
Research types is divided into two types qualitative and quantitative, qualitative research
type like an in depth interview, ethnographic research and an in depth interview and content
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analysis that usually used by researcher. On the other side, quantitative research is the second
kind of research types, it defined as the systematic investigation of phenomena by collecting
quantifiable information and performing statistical, computational or mathematical methods.
Quantitative research collect information from potential and existing people using sampling
methods and outcomes of which depicted in form of numericals. In this dissertation, researcher
chose quantitative research, that help to enhance generalisation of results. It helps researcher to
looks deeper than analysing counts and ranks by collecting data. It supports to control,
experimentation and objectives testing ultimately helps or rejects hypotheses. With the help of
using this research types data is in form of statistical and numbers results. Quantitative research
types is highly structured methods in which researcher gathered data through use of
questionnaires, equipment and tools. Quantitative research uses the randomized procedure to
gather information, preventing bias from entrance into data. Randomness creates the additional
benefits in fact that specific information gathered through this research is be statistically applied
to rest of population group which is under report.
Research approach -
Research approach is the procedure and plan that consists of steps of broad assumptions
to detailed techniques of data collection, interpretation and analysis. Research approach is
divided into two types inductive research approach and deductive research approach. Deductive
approach tests validity of hypotheses or assumption in hand, it is concerned with developing the
hypotheses based on present work. It explores know phenomenon and follow the path of logic
most closely. Deductive approach usually begins with the hypothesis, whereas inductive research
approach known in inductive reasoning, begin with observations is proposed towards the end of
research procedure as the results of observations. Inductive research approach usually use
investigation questions to narrow scope of report. For deductive approach emphasis is mostly on
causality, elsewhere for inductive approach aim is generally focused on looking at previously
researched phenomena or exploring new ones from the different perspective. Researcher chose
deductive research approach in which they start with hypotheses and then gather data which is
used to identify whether empirical evidence to help that hypotheses exists. Deductive research
approach is associated with quantitative research, most essential point to bear in mind when
considering deductive research approach is researcher firstly purpose of their research and
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secondly methods that is best suited to either explore the emerging or new area, test the
hypotheses within discipline or to answer particular research questions.
Research design-
Research design is defined as the framework of techniques and methods chosen by
researcher to combine several elements of research in reasonably logical and systematic manner.
It helps to provide insights about how to conduct whole research using the specific
methodologies. Each and every researcher have list of research questions which need to be
assessed, it can be done with research design effectively. Research design is divided into four
types, descriptive, experimental, exploratory and explanatory. It usually defines ways which help
researcher to gather answer to their questions efficiently.
With Descriptive research design, researcher is interested in describing case or situation
under their research project. It is kind of theory based research design which is created by
analyse, gather and presents collected data. By implementing the in depth research design like as
descriptive research design, researcher provide insights into how and why of research.
Experimental research design is use to established the connection between effect and
cause of situation. It is one of the casual research design where influence caused by independent
variable on dependent variable is observed. Experimental research design enables researcher to
test hypotheses by reaching effectual conclusions about relationship between dependent and
independent variables. It is highly practical research design technique as it contribute towards
gathering information.
Exploratory research design merely aims to explore particular aspects of research areas, it
does not aim to give conclusion and final answers to research questions, researcher change
direction of report to the certain extent, according to new data gained during research procedure
however not fundamentally.
Explanatory research design, is actually a kind of research design that focuses on
explaining aspects of study in detailed and appropriate manner. Researcher begins with the
common idea and use research as tool which lead to subjects that would be dealt with in
incoming future.
Researcher chose descriptive research design, that help to gather and collect appropriate
data.
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Research philosophies-
It is the belief about way in which data about the phenomenon must be collected, used
and analysed. Term epistemology as opposed to doxology encompasses different research
philosophies. Research philosophy is vast topic, it has been divided into two types positivism and
interpretivism research philosophies. It refers to assumption made by individual about strategies
which is implement by researcher for performing several activities during research process these
are analysis, data collection and interpretation of gathered data in context of chosen topic.
Positivism research philosophy believe that reality is stable and described and observed
from the objective view point without interfering with phenomena being studied. It contents that
phenomena must be isolated and observations is repeatable. Positivism research philosophy is
difficult to explained in succinct and precise manner. It is often includes manipulation of reality
with variations in single independent variable to determine regularities and to form connection
between, some of constituent components of social world. In positivism research philosophy,
role of researcher is limited to interpretation and data collection in the objective way. In this kind
of report research findings is usually quantifiable and observable. Positivism is depends on
quantifiable observations that lead to statistical interpretation and analyses.
Interpretivism. Known as interpretivist includes researchers to interpret components of
study, thus interpretivism integrates human interest into the study. It contends that only via
subjective interpretation of and intervention in reality, reality can be fully understood.
Maintaining interpretivism in itself as part of scientific knowledge, it has the tradition that is no
less glorious than that of positivism nor is it shorter. Both methods are quite beneficial and
useful, but researcher chose positivism research philosophy because it relies on quantitative
data that believe is more reliable than qualitative research. Positivism follows the well defined
structure during discussion, it also believes that there is set rules and laws followed.
Data collection-
In simple term, data collection is the procedure of gathering information from all relevant
and suitable sources to find answer to research questions, test hypothesis and measure outcomes.
It is the process of measuring and collecting data on targeted variables in the established system,
which then enables one to answer applicable questions and measure results. Data collection
technique is divided into two categories: primary methods of data collection and secondary
methods of data collection.
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Secondary data is the kind of information that has already been published in newspaper,
journals, magazines, books and online portals. There is the abundance of data gettable in these
sources about research area, almost regardless of nature of research area. Applications of suitable
and accurate set of criteria to chose secondary data to be use in study plays the significant role in
terms of increasing levels of research reliability and validity. These criteria involve, but not
limited to date of publication, reliability of source, credential of author, quality of discussion and
extent of contribution of text to development of research area.
Primary data collection methods is divided into two groups qualitative and quantitative.
Interviews, projective techniques, questionnaires, observation methods and schedule methods is
included in methods of gathering primary data. Observation is also considered as method of
collecting primary data through observing people, its actions and situations. In qualitative data
collection methods, on contrary do not include mathematical or numbers calculations. It is more
closely associated with feeling, sounds, emotions and words that is non quantifiable. Moreover,
in quantitative data collection techniques, it is based on mathematical calculations in different
formats. Techniques of quantitative data gathering and analysis include questionnaire with closed
ended questions, methods of regression and correlation, mean, median and mode and others.
Researcher chose primary data collection method which is appropriate and suitable for
findings and provide better conclusion.
Sampling-
Sampling defined as specific principles use to chose members of population to be
included in research analysis. It has been rightly notes that because of many populations of
interest is too large to work with straight, methods of statistical sampling devised to seek samples
taken from larger populations. It is the procedure use in statistical analysis in which the
predetermined number of observations is taken form large populations. Sample must be the
representation of entire population, when taking sample from the wider population, it is essential
to consider how sample is select. To get representative sample, samples should be drawn
randomly and encompass entire population. Methodology of sampling use in dependent on kind
of analysis, types of analysis may include systematic or random sampling. In other words, due to
large size of target population, investigator has no choice, but due to study number of cases of
components within population to reach conclusions and to represent population about population.
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Sampling is divided into four types, simple random sampling, multistage sampling, systematic
random sampling, stratified sampling and purposive sampling.
Simple random sampling refers to any methods of sampling that has following properties,
there are many ways to obtain this method. In stratified sampling, population is divided into
groups, based on some characteristics. After, that within each group, the probability sample is
selected often the simple random sample. With cluster sampling, each and every member of
population is assigned to one, each team is called cluster. The sample of clusters is select, use the
probability technique, only individual within cluster sampled is surveyed. Multistage sampling,
chose sample by use combinations of various sampling methods. On the other hand, systematic
random sampling refers to create the list of every members of population, from list, researcher
randomly chose first sample components. Purposive sampling is techniques of sampling in which
researcher relies on their own judgement when selecting members of population to participate in
research. Researcher chose Purposive sampling method which is cost effective as well as time
effective sampling methods. This technique is effective in exploring anthropological situations
where discovery of meaning benefit from the intuitive approach. Researcher chose 30 workers in
company for gathering further information.
Data analysis-
Methodology chapter must include discussion about technique of data analysis, this
discussion is explained in brief manner how research is going to analyse primary data researcher
will gather employing methods explained in this research. Data analysis is the procedure of
evaluating data using statistical and analytical tools to discover useful and valid information. It is
also defined as the process of systematically applying logical or statistical methods to illustrate
and describe, recap and condense and measure data. The important elements of assuring data
integrity in appropriate and accurate analysis of research findings. Data analysis is divided into
two types, quantitative and qualitative data analysis. In qualitative data analysis, non numeric
information like notes, audio, interview transcripts, images and text documents is included. It is
conducted through following three steps. On the other side, in quantitative data analysis, include
calculation of frequencies of variable and differences between variables. Researcher chose
quantitative data analysis along with SPSS which is required based on entire research report.
15

Ethical consideration-
Ethical consideration is specified as the most essential parts of research, researcher must
follow the most significant principles related to ethical considerations in dissertations which is
quite beneficial for them. In research ethical consideration is critical, ethics is standards or norms
for conduct that distinguish between wrong and right, it helps to identify differences between
unacceptable and acceptable behaviours. Ethical considerations is very essential in research, it
helps to prevent against falsifying or fabrication of data and therefore, promote pursuit of truth
and knowledge which is primary goal of investigation. Ethical behaviour is critical for
collaborative work because it helps to encourage the environment of accountability, trust and
mutual respect among researcher. Research participants associated with overall research should
not be subjected to harm in any ways, respect for dignity of investigation participants must be
prioritised by researcher. Full consent must be obtained from contestant prior to work and
protection of privacy of investigation participants has to be ensured by researcher. Investigator
should be ensured about the adequate level of confidentiality of overall research data. Anonymity
of company and individuals participants in research has to be assured by researcher, and any
exaggeration or deception about objectives and aims of research must be avoid. Research must
declared affiliations in any forms, possible conflicts of interests as well as sources of funding.
Any kind of communication in context of research must be accomplished with transparency and
honesty. Any types of representation of primary data findings as well as any kind of misleading
information in the biased way must be avoided by researcher. Researcher must adhere with data
protection act 1998 and maintained highest level of objectivity in analyse and discussion
throughout research. In formulation of interviews, questionnaires and focus group questions'
researcher must avoid use of discriminatory, offensive or other unacceptable languages. Each
and every participants have rights to withdraw from research at any stage if they wish to do so,
and researcher do not try to make pressure on them. Researcher have accountability to assure that
research including humans meets ethical standards that protect and respect participants.
CHAPTER 4: RESEARCH FINDINGS
Theme : servicescape have effect on behaviour of employees in hospitality sector .
16

Ques 1. Do you think that servicescape have effect on behaviour
of employees in hospitality sector?
◦ yes 16
◦ No 10
◦ Don't know 4
Theme : Service climate plays important role in improving employees satisfaction in
hospitality industry.
Ques 2. Upto what extend you are agree with the statement that
service climate plays important role in improving employees
satisfaction in hospitality industry ?
 Completely agree 15
 Partly agree 9
 Completely disagree 6
Theme : Type of effect service climate have on performance of workers in hospitality sector .
Ques 3. What type of effect service climate have on performance
of workers in hospitality sector ?
 Positive 17
 Negative 6
 Both 7
Theme : Employees stress is significant issue in hospitality industry
17

Ques 4 . Employees stress is significant issue in hospitality
industry ?
 Yes 16
 No 10
 Don't know 4
Theme :Rating to the environment prevailing in Mariott hotel
Ques 5. Provide the rating to the environment prevailing in
Mariott hotel ?
 5 star 13
 4 Star 6
 3 Star 11
Theme : Satisfied with the working environment of Marriott hotel.
Ques 6. Upto what extend you are satisfied with the working
environment of Marriott hotel?
 Completely satisfied 16
 Partially satisfied 10
 Completely dissatisfied. 4
Theme : There any change in employees turnover rate in Mariott hotel after improvement in
service climate.
Ques 7. Is there any change in employees turnover rate in
Mariott hotel after improvement in service climate?
18

 Increase in staff turnover rate 10
 decrease in employee turnover 14
 Both 6
Theme : Strategies are adopted by management in Mariott hotel for motivating employees to
change their behaviour at workplace.
Ques 8. What strategies are adopted by management in Mariott
hotel for motivating employees to change their behaviour at
workplace ?
 Development of reward system 10
 Introduction of new policies 16
 Implementation of new code of conduct 4
Theme :Important in order to maintain quality of services.
Ques 9. In context of service sector, What is much important in
order to maintain quality of services?
 Employees engagement 9
 High level of commitment from workers 8
 Motivation among workers 13
Theme : The consequences of ineffective climate in an organisation.
Ques 10 . What are the consequences of ineffective climate in an
organisation ?
 High level of demotivation among workers 17
19

 Poor performance of employees 3
 Disengage staff 10
Theme : Employees are touch points through which an enterprise administer its service
delivery.
Ques 11. Upto what extend you are agree with the statement that
employees are touch points through which an enterprise
administer its service delivery ?
 Completely agree 18
 Partially agree 7
 Completely disagree 5
Theme : The strategies which can be applied for improving service climate in Marriott hotel.
20

Ques 12 . Suggest the strategies which can be applied for
improving service climate in Marriott hotel ?
 Training to staff 15
 Development of new procedures 5
 Involving workers in decision making procedure 10
Frequency Table
Ques 1. Do you think that servicescape have effect on behaviour of employees
in hospitality sector?
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 16 53.3 53.3 53.3
No 10 33.3 33.3 86.7
Dont know 4 13.3 13.3 100.0
Total 30 100.0 100.0
21

Interpretation : It has been interpreted from the above data analysis that there are 16 people
out of 30 those who perceives that servicescape has significant effect on employees behaviour in
hospitality sector. Those people have given such response as they themselves have analysed the
changes in employees behaviour due to ineffective or poor working environment. Those people
have observed increase in number of the complaints about the service scape by employees in an
organisation. From the above data analysis it has been found that the average value is 1.60. It
has been identified that the median is 1 and the standard deviation is .724. In addition to this,
there is variation of .524.
22

Ques 2. Upto what extend you are agree with the statement that service climate plays
important role in improving employees satisfaction in hospitality industry ?
Frequency Percent Valid Percent Cumulative
Percent
Valid Completely agree 15 50.0 50.0 50.0
Partly agree 9 30.0 30.0 80.0
Completely disagree 6 20.0 20.0 100.0
Total 30 100.0 100.0
Interpretation : By analysing the above numerical information , it has been found that there are
50 percent of participants out of 100 those who have shown complete agreement that it is
servicescape which plays very much crucial role in improving employees satisfaction in
hospitality sector. Those people have given such answer as those respondents have analysed the
positive change in the behaviour which has taken place as workers are highly satisfied from
their job. 50 Person people have also stated that it is the facilities which has been provided
company to is workers has enable them to get high level of satisfaction from their job. Here,
average value which has been computed is 1.70. Therefore, it is very much important for
manager in a firm to create good servicscape as it will help firm in delivering professional
service to customers.
Ques 3. What type of effect service climate have on performance of workers in hospitality sector ?
Frequency Percent Valid Percent Cumulative Percent
Valid Positive 17 56.7 56.7 56.7
Negative 6 20.0 20.0 76.7
Both 7 23.3 23.3 100.0
23

Total 30 100.0 100.0
Interpretation : It has been interpreted from the numerical data present in above table that out
of here are 56 percent participants have given answer that good service climate have positive
influence on the performance of workers in an enterprise. According to the answers provided by
participants average is 1.67. Median is 1 and mode is 1. In addition to this, the standard
deviation is .844. which represents that service climate have optimistic effect on performance of
workers in an organisation. Therefore, management in an organisation is required to take high
initiatives for developing effective as well as creative working environment in an enterprise. By
creating the good servicescape as well as working environment management can assist
employees in enhancing their performance at workplace.
24

Ques 4 . Employees stress is significant issue in hospitality industry ?
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 16 53.3 53.3 53.3
No 9 30.0 30.0 83.3
Dont know 5 16.7 16.7 100.0
Total 30 100.0 100.0
25

Interpretation : By analysing the numerical data present above, it has been found that according
to 53 percent of participants high level of employees stress is important issue in hospitality
sector. Those people have given such response based on analyse of heavy workload which
respondent stated that leads to high level of stress. The average value here is 1.63. Median is 1
and mode is 1. The standard deviation is .765.
Ques 5. Provide the rating to the environment prevailing in Mariott hotel ?
Frequency Percent Valid Percent Cumulative
Percent
Valid 5 star 13 43.3 43.3 43.3
4 star 6 20.0 20.0 63.3
3 star 11 36.7 36.7 100.0
Total 30 100.0 100.0
26

27

Interpretation : It has been analysed from the information present in the table
that 13 people have given 5 star rating to working environment in Marriott hotel.
Those people have stated that management in an organisation provide all facilities
which are required for delivering services to customers. Here, the average is 1.93
and median is 2 as well as standard deviation is .907.
Ques 6. Upto what extend you are satisfied with the working environment of Marriott hotel?
Frequency Percent Valid Percent Cumulative
Percent
Valid completely satisfied 16 53.3 53.3 53.3
Partially satisfied 10 33.3 33.3 86.7
Completely dissatisfied. 4 13.3 13.3 100.0
Total 30 100.0 100.0
28

29

Interpretation :' From the numerical data present in above table it has been found
that out of 30, 16 people has replied that they are highly satisfied with the
Working environment in Marriott hotel. Mean, median , mode and standard
deviation are 1.60, 1, 1 and .724 which represents that the working or service
environment has great effect on the level of satisfaction gained by workers.
Ques 7. Is there any change in employees turnover rate in Mariott hotel after improvement in
service climate?
Frequency Percent Valid Percent Cumulative
Percent
Valid Increase in staff turnover rate 10 33.3 33.3 33.3
decrease in employee
turnover 14 46.7 46.7 80.0
Both 6 20.0 20.0 100.0
Total 30 100.0 100.0
30

Interpretation : It has been analysed from the information present in the above table that
according to 14 participants there has been great decline in the employees turnover rate after the
great improvement in service climate. The average response rate is 1.87. Median is 1 and mode
is 2. The standard deviation is .730 which shows that the answer provided by respondent is
accurate as well as reliable. But there is slight variance which is .533.
31

Interpretation : From the above chart it has been analysed that as per the response provided by
respondent it has been found that out of 30, there are 16 people those who perceives that the
management in Marriott hotel motivates workers to improve their behaviour by developing
attractive policies. The average is 1.8 and median is 2 , mode is 3. There is standard deviation of
.664 and variance is .441 that represents the high validity and reliability of information
provided by participants.
32

Ques 9. In context of service sector, What is much important in order to maintain quality of
services?
Frequency Percent Valid Percent Cumulative
Percent
Valid Employees engagement 9 30.0 30.0 30.0
High level of commitment
from workers 8 26.7 26.7 56.7
Motivation among workers 13 43.3 43.3 100.0
Total 30 100.0 100.0
33

Interpretation : It has been found by analysing the information present in the above table that
according to the 13 participants out of 30, motivation among employees is very much essential
in order to maintain service quality in hospitality sector. In addition to there are 9 respondents
those who believes that employees engagement is very much crucial for maintaining the
quality of services in hospitality sector. The average response rate is 2.13. Median is 2 , mode is
3 , standard deviation is .860 and there is variance of .740.
34

Ques 10 . What are the consequences of ineffective climate in an organisation ?
Frequency Percent Valid Percent Cumulative
Percent
Valid High level of demotivation
among workers 17 56.7 56.7 56.7
Poor performance of
employees 3 10.0 10.0 66.7
Disengage staff 10 33.3 33.3 100.0
Total 30 100.0 100.0
35

Interpretation : From the above it has been found that as per the view of 17 participants out of
30, high level of demotivation among employees is considered to be as consequences of
ineffective service climate. Those people have given such answers as they themselves has
analysed that some people in organisation has faced difficulty in delivering the services which
has adverse effect on their performance and it has also resulted into high level of demotivation
in employees. The average response rate is 1.77. Median is 1 and mode is also 1. The standard
deviation is .935 and variance is .875.
36

Ques 11. Upto what extend you are agree with the statement that employees are touch
points through which an enterprise administer its service delivery ?
Frequency Percent Valid Percent Cumulative
Percent
Valid Completely agree 18 60.0 60.0 60.0
Partly agree 7 23.3 23.3 83.3
Completely disagree 5 16.7 16.7 100.0
Total 30 100.0 100.0
37

Interpretation : It has been found by analysing the above data that out of 30, there are 18 people
those who have shown complete agreement with the statement that workers are touch points
through which an enterprise administer it service delivery. The average response rate is 1.57.
Median is 1 , mode is 3. The standard deviation is .774 and variance of .599.
Ques 12 . Suggest the strategies which can be applied for improving service climate in Marriott
hotel ?
Frequency Percent Valid Percent Cumulative
Percent
Valid Training to staff 15 50.0 50.0 50.0
Development of new
procedures 5 16.7 16.7 66.7
Involving workers in decision
making procedure 10 33.3 33.3 100.0
Total 30 100.0 100.0
38

Interpretation : According to the opinion of 15 people out of 30, there are 15 participants those
who perceives that training to workers is the best strategy which can be implemented by
management in Marriott hotel in order to bring improvement in service climate. Such answers
has been provided by the respondents on the basis of their analysis that the trained employees in
an organisation is making the valuable as well as significant contribution in bringing
improvement in quality of services. The average is 1.83. Median is 1.50 and mode is 1. there is
standard deviation of .913 and variance of 833.
39

Statistics
Ques 1. Do you
think that
servicescape
have effect on
behaviour of
employees in
hospitality
sector?
Ques 2. Upto
what extend you
are agree with
the statement
that service
climate plays
important role in
improving
employees
satisfaction in
hospitality
industry ?
Ques 3. What
type of effect
service climate
have on
performance of
workers in
hospitality sector
?
Ques 4 .
Employees
stress is
significant issue
in hospitality
industry ?
Ques 5. Provide
the rating to the
environment
prevailing in
Mariott hotel ?
N Valid 30 30 30 30 30
Missing 0 0 0 0 0
Mean 1.60 1.70 1.67 1.63 1.93
Median 1.00 1.50 1.00 1.00 2.00
Mode 1 1 1 1 1
Std. Deviation .724 .794 .844 .765 .907
Variance .524 .631 .713 .585 .823
40

Ques 6. Upto
what extend you
are satisfied with
the working
environment of
Marriott hotel?
Ques 7. Is there
any change in
employees
turnover rate in
Mariott hotel
after
improvement in
service climate?
Ques 8. What
strategies are
adopted by
management in
Mariott hotel for
motivating
employees to
change their
behaviour at
workplace ?
Ques 9. In
context of
service sector,
What is much
important in
order to maintain
quality of
services?
Ques 10 . What
are the
consequences of
ineffective climate
in an
organisation ?
N Valid 30 30 30 30 30
Missing 0 0 0 0 0
Mean 1.60 1.87 1.80 2.13 1.77
Median 1.00 2.00 2.00 2.00 1.00
Mode 1 2 2 3 1
Std. Deviation .724 .730 .664 .860 .935
Variance .524 .533 .441 .740 .875
Statistics
Ques 11. Upto what extend you
are agree with the statement that
employees are touch points
through which an enterprise
administer its service delivery ?
Ques 12 . Suggest the strategies
which can be applied for improving
service climate in Marriott hotel ?
N Valid 30 30
Missing 0 0
Mean 1.57 1.83
Median 1.00 1.50
Mode 1 1
41

Std. Deviation .774 .913
Variance .599 .833
CHAPTER 5 : DISCUSSION
Servicescape is a environment in which the services are being delivered to customers.
As per the opinion of Petzer and Mackay, 2014, service escape has great influence on the way
employees interact with customers and delivers them services. However, it has been argued by
other author that servicescape does not have any effect on the employees. The author has stated
that it is the servicescape which has significant effect on physical environment. By analysing
the above data it has been analysed that there has been great argument between the authors
about the role of service escape and climate in context of service delivery. As according to the
opinion of Prentice, Ma and Wong, 2019., it is the good service escape design which helps in
developing good service environment within an organisation. However, other author argues that
it is the servicescape design as well as service environment which assist in developing the
interest of work among employees which is very much important in order to deliver quality
service and good experience to guests. There has also been debate among the authors as well as
scholars related to strategies which can be applied for bringing improvement in the service
climate. As per the view of Yang, 2015 , an organisation can bring positive improvement in
service climate by implementation the effective policies. However,, other author has argued that
service climate can be enhanced by setting standards or enforcing code of conducts. But
according to the opinion of 15 participants out of 30, providing the training to employees is the
beat tactics which can be applied for bringing improvement in service climate. It has been
analysed from the data analysis section that the employees engagement is very much crucial in
order to maintain the service quality. The fact is supported by the statement of author in literature
review section which that without the engagement of workers, management in an enterprise can
not bring improvement in the quality of services. In addition to this, without the support of
employees manager can not develop good environment at workplace that might further have
adverse effect on service quality.
From the above data analysis , it has also been analysed that out of 30, according to the
response provided the 16 participants they are highly satisfied withy the service environment in
an organisation. However, there are 10 respondents those who perceives that there is still
42

requirement for bringing improvement in service climate. The statement is supported by
literature review section , as according to the opinion of Park and et.al., 2019, if the service
environment is good employees feel motivated and they work dedicatedly for accomplishing
desired business objectives. However, servicescape failure results into high level of
dissatisfaction a well as low morale in employees which has adverse effect on the quality of
service being delivered to customers.
CHAPTER 6 : CONCLUSION
It has been concluded from the above that the design of service escape as well as
environment in an organisation has significant influence on employee behaviour and
performance at workplace. The other fact which has been discovered from the above is that
employees stress is considered to be as the biggest issue prevailing in hospitality sector which is
required to be handle quickly, as this factor can lead to negative consequences and can have
adverse effect on the quality of services being delivered to customers. It has been concluded
from the study that service escape as well as climate plays very much important role in
providing the good working experience to customers. The other fact which has been summarised
after analysing the information gathered through research is that it is good service climate which
enables workers to deliver quality services to customers. It has also been concluded from the
study that an effective communication as well as coordination between employees and
management is very much essential for maintaining good environment as well as service
quality. The other fact which has been discovered from the above is that servicescape has great
influence on level of satisfaction gained by employees .
CHAPTER 7 : RECOMMENDATIONS
On the basis of above analysis of the information it has been found that service escape
as well as service climate has great significant influence on the service quality. Therefore, it has
been recommanded that it is very much important for management in an organisation to design
best service escape and provide good service environment to employees, as this tactics will assist
in improving the quality of services being delivered to customers. Other suggestions to
organisation is that they should provide training to employees, as it is the strategy which will
support firm in delivering the professional services to guests. It has also been recommended that
manager in Marriott hotel should formulate attractive policies, this tactic will provide them an
ease in positively influencing people to change their behaviour. The other suggestion is that
43

reward system can be develop for positively influencing employees to develop positive attitude
and improve their performance at workplace. It has been recommended that management in an
organisation should conduct internal audit at regular interval of time as this strategy will assist
them in addressing the issues faced by the employees in delivering the services to customers.
Personal meeting can be conducted in order to enables employees to share their problems, views
about the design of service escape as well as environment. It is considered to be as the one of the
best strategy for involving workers in decision making process that is very much crucial for
maintaining the service quality. The other suggestion is that manager or leaders in an
organisation is required to provide all necessary resources as well as facilities to employees that
are needed by them for delivering services to customers. Management in an enterprise is
provided with suggestion to provide continuous instruction , guidance as well as feedback to
employees, as this tactics will assist them in making sure delivery of quality services to
customers. It has also recommended that firm should implement advance technology at
workplace, as this strategy will enable employees to increase their working efficiency as well as
productivity which is very much crucial for delivering Quality services to customers. By
implementing the technology , management can reduce the work pressure on employees which
is very much important in order to positively influence workers to give their best performance
and maintain their positive attitude at workplace.
44

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45

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46

Questionnaire
Ques 1. Do you think that servicescape have effect on behaviour of employees in hospitality
sector?
◦ yes
◦ No
◦ Don't know
Ques 2. Upto what extend you are agree with the statement that service climate plays important
role in improving employees satisfaction in hospitality industry ?
 Completely agree
 Partly agree
 Completely disagree
Ques 3. What type of effect service climate have on performance of workers in hospitality
sector ?
 Positive
 Negative
 Both
Ques 4. Employees stress is significant issue in hospitality industry ?
 Yes
 No
 Don't know
Ques 5. Provide the rating to the environment prevailing in Mariott hotel ?
 5 star
 4 Star
 3 Star
Ques 6. Upto what extend you are satisfied with the working environment of Marriott hotel?
47

 Completely satisfied
 Partially satisfied
 Completely dissatisfied.
Ques 7. Is there any change in employees turnover rate in Mariott hotel after improvement in
service climate?
 Increase in staff turnover rate
 decrease in employee turnover
 Both
Ques 8. What strategies are adopted by management in Mariott hotel for motivating employees
to change their behaviour at workplace ?
 Development of reward system
 Introduction of new policies
 Implementation of new code of conduct
Ques 9. In context of service sector, What is much important in order to maintain quality of
services?
 Employees engagement
 High level of commitment from workers
 Motivation among workers
Ques 10 . What are the consequences of ineffective climate in an organisation ?
 High level of demotivation among workers
 Poor performance of employees
 Disengage staff
Ques 11. Upto what extend you are agree with the statement that employees are touch points
through which an enterprise administer its service delivery ?
 Completely agree
48

 Partially agree
 Completely disagree
Ques 12 . Suggest the strategies which can be applied for improving service climate in Marriott
hotel ?
 Training to staff
 Development of new procedures
 Involving workers in decision making procedure
49